What you need to know when shopping for jewelry

Buy from someone you trust
Shop from a well-established professional jeweler. Ask a friend for a recommendation just as you would for a doctor, or check with the Chamber of Commerce or Better Business Bureau. Look for a jeweler who is affiliated with a professional trade association, such as Jewelers of America (JA), that requires high ethical standards of its members and provides them with ongoing education. Look for a sticker on the door or a certificate on the wall. If you don't see one, ask. Get an itemized receipt and the return policy in writing.

Buying on the Web
First, only shop on Web sites that list a phone number, address and/or "Contact Us" e-mail option. For on-line purchases, always use a credit card rather than a debit card. This way, if anything does go wrong, no money has actually left your account, and you have a greater chance of having recourse. Look for a liberal return policy with a full refund. Be sure to note the window of time in which the jewelry may be returned! This can sometimes be hidden in tiny print. Ask for the original packaging and an itemized receipt. When buying diamonds, ask for a grading report from an independent gemological laboratory. With regard to buying watches on-line, be aware that some manufacturers' warrantees won't be considered valid if the watch was not purchased at an authorized dealer. It's a good idea to check out the watch manufacturer's site first, which will direct you to authorized e-commerce sites.

Don't be dazzled by discounts
If a venue is routinely offering unbelievable discounts of 50% or more, the sale is probably just that--unbelievable. Savvy shoppers may find that the "drastic discount" price is actually the normal retail price elsewhere.

When buying diamonds, look for the 4 C's
They are cut, color, clarity, and carat weight. Cut is arguably the most important, because a skillful cut is what will unleash the fire and brilliance in a diamond. Cut, which refers to the faceting, is not to be confused with shape - such as marquise, oval, princess (square), etc. With regard to color, grading begins at D; the deeper into the alphabet one goes, the poorer the color. In a store, ask to see loose diamonds on a sheet of pure white paper and note any contrast, which of course is undesirable. Clarity refers to the presence of - or lack of - imperfections such as bubbles, spots or lines called inclusions. Clarity is graded on a scale ranging from flawless (FL or IF) to imperfect (I).

Cultured pearls
Look for surface cleanliness: an absence of any scarring or pitting. Also important is the pearls' lustre: they should be glowing with iridescence, not chalky or dull. When purchasing a strand of cultured pearls, be sure there is a knot between each pearl. This insures that if the strand breaks, the pearls won't skitter across the floor. In addition, the knots keep the pearls from rubbing against each other. Before you purchase, check to see that the pearls are well matched in color and lustre, and that they graduate gracefully in size, growing smaller toward the clasp. Roll the strand of pearls on a flat counter top to be sure they don't wobble; this will tell you that the pearls have been drilled exactly through their centers and that they will lay beautifully around one's neck. Fine jewelry is unlike any other purchase. Jewelry that is wisely bought and well cared for will be treasured for generations to come.